Grounded theory, Ethnographyand Phenomenology

A comparative analysis of three qualitativestrategies for marketing research

Group Members

1. Ehtasham2. Waqar Satti3. Dildar4. Zeeshan Abbas5. Kamran Riaz

Grounded theory, Ethnographyand Phenomenology

ABSTRACT

Purpose: Problem in QR, rigorous application in theory development & effective decision makingDesign/Methodology/Approach: 3 Approaches 4 data collect, interpret, strength & WeaknessFindings: Qualitative Methodologies vs. Qualitative methods, applicationOriginality/Value: Interest to Marketers with qualitative Perspective, 3 widely used methodologies

Introduction

Positivism vs. Interpretivism concept is slowing down in Marketing due to marketing Phenomenon

Qualitative Research is no more soft & speculative

Quantitative research failed in • Grounded theory(Theoratical sensitivity)• Phenomenology(Philosphy free, descibed with

content analysis)• Ethnography( Snapshot Observation, limited

participatory interaction)

Grounded Theory Approach Sacred & Profane in Consumer behaviour* Analysis of Advertising and Mass media* Examination of Product Concept Development* Marketing and Health visiting* Interpretation of health care consumption

practices* Research into consumer experiences at

heritage sites*Despite Theoretical Developments Still Confined to Experiential Consumer behaviour

Contextualising Grounded Theory GT has its origins in symbolic interactionism

(environmental response) Behaviour is goal driven (social

interaction(Verbal, Non-Verbal) 1950’s & 1960’s Qualitative Research was

Evolving (Need Methodology to validate Theory Building)

2 American Sociologist Barney & Anselm developed procedure for Collection & Analysis of Data called Grounded Theory

Theory of Words/Actions of Individuals under study

Waqar Satti

Grounded Theory Process

Grounded theory process (GT) is a systematic methodology in the social sciences involving the discovery of theory through the analysis of data.

 Grounded theory method is a research method which operates almost in a reverse fashion from traditional social science research.

Rather than beginning with a hypothesis, the first step is data collection, through a variety of methods.

Preparation:  As a general rule, grounded theory researchers

should make sure that they have no preconceived theoretical ideas before starting the research

Many people think that this means ignoring the literature.

But this is not so - the intention is to make sure that researchers are not constrained by literature when coding.

Researchers should make sure that they do not impose concepts on the data – those concepts should emerge from the data

Grounded Theory Process

Data Collection

Just about anything really! Data may comprise of life histories. Usually involves qualitative data collection,

particularly interviewing. Grounded Theory studies also tend to feature

observations. Statistical information is usually regarded as

secondary source data. Self reviews and field diaries are also – sometime

contentiously – used as data.

Analysis:  Constant Comparative Analysis Despite the open and flexible nature of the data that

may be used in a grounded theory study, there exist a set of specific principles for analysis and abstracting the information. These include the “constant comparison” method, where, for example, interview texts are analyzed line by line.

Constant comparison: constantly compare and contrast qualitative data in the search for similarities and differences.

The primary method of analysis is a continuous coding process.

Open coding is the part of the analysis concerned with identifying, naming, categorizing and describing phenomena found in the text.

Summarizing some text by the use of a concise code.

Data is labeled, separated, compiled and organized.

Codes may be: simple, concrete , general, abstract or conceptual.

Coding is the fundamental means of developing the analysis

Codes fit the data, rather than forcing data into codes (Charmaz, 1988, p.112)

Open Coding

Axial Coding

We search for links through the identification of concepts that may go some way to offering an explanation of the phenomenon under study.

Identifying a central phenomenon. Exploring causal conditions. Specifying strategies,. Describing the consequences for the central

phenomenon identified.

Selective Coding

Selective coding is the process of choosing one category to be the core category.

The final stage of the theory development process (Glaser and Strauss, 1967).

A core category pulls together all the concepts in order to offer an explanation of the phenomenon.

It should have theoretical significance and should be traceable back through the data.

Methodology Grounded theory as a methodology emerged from

the discipline of sociology, an area of enquiry that is focused on society and the individual.

The main problems associated with the methodology appear to stem largely from its misuse and abuse i.e

o not following the principles of theoretical sampling.o inductive coding.o constant comparison and so on.

Using Grounded Theory Despite the evolving nature of grounded theory

and its application to an increasing number of contexts, there remains some issues:

o The most grounded theory studies are context specific rather than developed to the general level.

o Theoretical saturation of the data and the interpretation of that data can make it difficult to anticipate an accurate time scale for the research.

Grounded Theory

However, despite all the factors and issues grounded theory is only one of a wide range of qualitative methodologies currently being used to investigate contemporary marketing phenomenon.

The next section examines the ethnographic approach.

Dildar

What is Phenomenology?

Phenomenology examines patterns of subjective experience and consciousness

the science of phenomena as distinct from that of the nature of being.

an approach that concentrates on the study of consciousness and the objects of direct experience.

Individuals will be influenced by others, but not same experience

Edmund Husserl (1859-1938)

“Father of phenomenology”  German philosopher who established the school of phenomenology.

Developed theories later in life (post retirement/late at university)

Studied mathematics, led to empirical works (Phenomenology)

Husserl’s Ideas/Contributions

Every certainty is questionable

Believed scientific method & naturalistic thinking was overvalued and, “not important to understanding behavior based on consciousness.” In short, can conduct a science of perceptions

Consciousness is where you will find ‘true’ meaning behind actions

Time Consciousness: past events influence one’s present consciousness/perception

In turn, allows unbiased & biased ‘time’ to be cohesive to draw perceptions

Perception was based on retention and memory What one “sees” is based on past memories and reflection

Ex. Spouse with ex, who cheated may suspect current spouse of same actions

Alfred Schutz (1899-1959)

Responsible for phenomenology's development into a social science

Studied law & social science at the University of Vienna

Schutz’s Ideas/Contributions

Must accept own existence & other’s existence

Must reflect/observe other experience and relate/find understand from own experience

Can observe own experiences only in past, can observe ‘yours’ as they take place

Leads to individuals coexisting, or having each consciousness intertwining

We will see our actions as single act, not natural view of two separate persons

“Growing old together” Each act is influences by others, but not the same experience Ex. Concert level enjoyment

Therefore, experience shared but consciousness is unique

Schutz’s Contributions

This shared experience leads us to our social world

Allows understanding of ‘united individualism’ Can perceive same world & understand others with similar

experiences/subjective meanings Leading to social relationship or, “mutually related act of

consciousness”

Social scientist should act as observer to detach self and biases

Stock of Knowledge: As observer, researcher must draw from own experience to, “fill in blanks.” Individuals must also do this while interacting. World is constructed by social group/life experiences and allow them to create proper behaviors/actions

Peter Berger (1929-) Born in Vienna, Austria

Studied under Alfred Schutz

Key focus was on religions importance on society & how social forces has led to religion creations

Berger’s Contributions Social reality or perception is influenced by culture and experience Ex. An American businessman will see reality different than a monk

“Knowledge” is developed and maintained through social situations

Everyday life or reality is subjective and is originated through own thoughts and actions (past & modifications)

Ex. Immigrants opposing language change; dramatic change in everyday life/social reality

Social relationships allow subjective meanings to transfer into objective/shared meanings

Berger’s Contributions Reification & Consciousness: Humans ‘forget’ power over

social world. Leads to: Reification: Turning an abstract object into material object, or

turning ’ownership’ to an unknownIn turn, leads to alienation & false consciousness, or

perception

Reality is constantly recreated by external experiences Ex. Norms and values

Politics is what delivers social control and society’s ‘restrictions’

Zeeshan Abbas

Ethnography

Most closely associated with anthropology, but also sociology.

Ethnography is an approach for developing understandings of the everyday activities of people in local settings.

Descriptive study of a particular human society.  The branch of anthropology that deals with the s

cientific description of individual human societies.

Who Invented Ethnography?

Invented by Bronislaw Malinowski in 1915

Spent three years on the Trobriand Islands (New Guinea)

Contextualizing Ethnography

It is important for the researcher considering using ethnography to understand the various types of investigation that may potentially form the framework for analysis.

Ethnography can be any full or partial description of a group (ethno – folk, graphy – description),

Ethnographic process

Involves prolonged direct contact with group members

The hallmark of ethnography is fieldwork; working with people in their natural settings. The voices of participants are an important source of data and should be allowed to be heard in the written end-product.

Ethnography and its role in consumer research

Ethnography should aim to explain the ways that culture constructs and is constructed by the behaviors and experiences of its members.

Ethnography involves prolonged participation within a specific culture or sub-culture

The potential for ethnography lies in applying multiple data collection methods at a single phenomenon. These may range from surveys to observational data, video tapes, photographs and recordings of speech in action.

Ethnography requires tactics for representing research findings. These representations should aim to unravel the layered meanings that marketing activities hold for the customer.

observation of cultural patterns forming relationships involving two or more symbols. Ethnographic research is holistic, believing that symbols cannot be understood in isolation but instead are elements of a whole. One method of patterning is conceptual mapping, using the terms of members of the culture themselves to relate symbols across varied forms of behavior and in varied contexts.

Ethnographic process

Field workExample

Example

Example

Kamran Riaz

Phenomenology

Phenomenological Approach

Conceptualizing Phenomenology

Phenomenological Process

Phenomenology

Philosophical method of studying human experience of any event, thing or object.

To know how person’s behavior is shaped.

Phenomenological Approach

Used as Philosophy and Methodology Craig Thompson highlighted the

principles of Phenomenology in the field of Marketing.

Other consumer Studies that provide examples of Phenomenology include: Mick and Demoss’s, O’giunn and Faber’s, Woodruffe-Burton, Goulding and Seebarasingh.

Conceptualizing Phenomenology Long, Controversial and confusing in

social sciences (Rehorick and Taylor). Experience of level of everyday life/

life world (Schutz). Distinguish the life world and social

world (Gregova). Understand the range of immediate

experience (Spieglberg).

Phenomenological Process

Naming, Language and Word In person’s life experiences interrelate

coherently and meaningfully. Participant’s views taken as “fact” and

they should face the experience of situation under study.

Interpretation: Interview transcripts in full to know the whole situation.

Intertextuality where patterns and differences are extracted from transcripts.

Phenomenological Process Colaizzi 7 Steps to develop phenomena/

Theory: Read the participant narrativesExtract significant statements Formulate meanings for statements Gather meaningful themes from storey Resulting themes into discription Finalize the themes Cross check interpretation by repeating.

Researcher Stern (1994) emphasis on careful study of individuals lived experiences

Thank you

Questions